FutureBrand rebrands; launches new methodology tool

The new positioning, which is supported by new visual identity, reflects its commitment to shaping a more positive future for clients, driven and inspired by future brands. 

Tom Adams, global head of strategy for FutureBrand, told Campaign Asia-Pacific that the rebranding exercise will see the agency using creativity and ideas to create a better future for the people and clients.

The rebranding exercise went public in February globally and was recently officially launched in the region. The agency's  global clients include American Airlines, Brand Peru, London Olympics 2012, the US Army, UPS and Intel.

He added that the rebranding exercise in the Singapore office is also supported by several major appointments made in the past several months and the launch of new methodology tool 'Foresight'.

These appointments include group strategy director for Southeast Asia Riccardo Ottolenghi; group strategy director, Southeast Asia Dan Dimmock; and creative director, Southeast Asia Karine Uehara.

Adams said the proprietary Foresight tool combines incisive strategic thinking with creative visualisation techniques to demonstrate what a client's business, sector and brand will be like when they have achieved their strategic goals.

Starting with the business strategy, key competitors and analysis of codes, cues and trends in the category, the agency will subsequently co-create ideas for brands. It will also work with clients to prioritise those ideas in an innovation plan based on their business goals.

Another tool, ‘The ThemeBank’, is a social content platform used to link trends, forces and observations to its creative strategy for future brands. It will compliment the Foresight approach and link them to trends, themes and forces to the future for consumers.

Adams added that FutureBrand Singapore is in the progress of renovating its products and grouping them into specific signature services to address the changing needs by businesses in this region. The first solution will be launched in the third quarter.

FutureBrand Singapore is the strategy and creative hub for the region, servicing Malaysia, Thailand, Indonesia, Vietnam and The Philippines. Its clients include Sime Darby, Munchy's, Vivo City, Brand Singapore, EastWest Bank, Singapore’s Economic Development Board and Petronas.